The Main Brand Of Lai Lang Has Contracted To Expand Its Secondary Brand And Develop Young People's Market To Seek Growth.

The weakening of the clothing industry has made brands adjust to adapt to the market. In the first half of the year, the sale of the main brand LILANZ increased by 9.2%, while the sales of vice brand L2 increased by 10.4%, according to the semi annual report released by the men's clothing in the first half of 2015. During the reporting period, LILANZ Retail store The net number of households decreased by 15, while the sub brand L2 of the 20-30 year old group increased by 16 stores.

Public information shows that in 2009, the listing of L2 was launched in second years and became the only subsidiary card of the company. Compared to the main brand LILANZ, L2 focuses more on young people. The unit price is also lower than the main brand 20%-30%.

Like many brands, the development of Deputy brand is undoubtedly to expand the breadth of brand coverage. The first fall in 2013, the main player. brand LILANZ sales fell sharply by 19.2% in the year. It also made the development of the young people market with greater potential for consumption become an urgent goal for Li Lang to seek growth. In 2013, the product strategy of the sub brand L2 was adjusted. In 2013, the lon annual report showed that in the second half of 2012, the group began to adjust the product line strategy of the sub L2 brand, focusing on the development of casual wear, and the unit price of the product dropped by 20% in 2013.

In the next few years, Li Lang began to expand the number of L2 stores and shut down LILANZ stores with poor returns. In the first half of 2013, the number of LILANZ brand retail outlets decreased by 26 and L2 increased by 24. In the first half of 2014, the number of LILANZ retail outlets decreased by 158 and L2 increased by 18. In the first half of this year, the number of LILANZ retail outlets decreased by 15, while L2 increased by 16. As of the first half of this year's earnings report, the sales volume of L2 in the company's total turnover increased from 6.4% in 2012 to 8.9%.

In the face of more and more subdivision of the consumer market, many Clothing brand Choose to expand the brand. This practice is particularly evident in luxury brands, so that more consumers can afford to build a different line of brand with different positioning and price. Luxury goods Brand clothing, thereby enhancing performance. Armani group has established 8 sub line brands including Armani Prive and Armani Collezioni, and the sub card has also become the hero of the group's performance. Armani group 2014 results show that group sales of 2 billion 530 million euros, an increase of 16% over the same period last year. Among them, the home clothing brand Armani Casa grew by 20%, and the advanced custom series Armani Prive rose by 30%.